here with us now, j.j. ramberg mark, the seventh anniversary of her weekend show on msnbc "your business" with the launch of her new book," it's your business -- 183 essential tips." >> there is reason for this and she's going to tell us why. >> -- "that will transform your small business." >> do not start with the question why it is 183. irv's got a special one for you. i'll give to you later. >> let's start with number one. i love the elevator pitch. >> yeah. this is one of the most important. number one, the chapter is about finding your funding. we talk about putting together an elevator pitch to investors. but frankly, this is important in anything you do, which is when you're talking about your company or an idea that you're pitching, you need to be able to explain this in 30 seconds basically and when you're talking to an investor, it is different than when you're talk fog a customer or a partner or the media. so you need to sit down and think about how am i going to present my company depending on w